Some brands own a single word in your mind. You don't decide it — you feel it, instantly, before a conscious thought. That isn't marketing magic; it's moral psychology, and it runs far deeper than most brands realize.
Which raises an uncomfortable question: when a brand claims a value, is it telling the truth — or just saying the word? For a century, we've had no way to know. We can measure what customers think about a brand, but never whether the brand lives what it declares. That hidden gap — between what a company says and what it actually does — is where trust quietly dies, and where some of the most spectacular brand collapses began.
This talk is about closing that gap with data. Drawing on Jonathan Haidt's research on moral intuition and modern AI, it turns something long assumed unmeasurable — whether a brand tells the truth about itself — into a single number. Expect a new metric, a few uncomfortable case studies, and an argument that the most valuable problems in tech no longer sit inside one discipline: they live in the space between them, open to anyone willing to stand in two worlds at once.
Does your brand lie to you? Come find out how we'd measure the answer.
- Artificial Intelligence
- Data Management
